British Army recruitment poster, 1917. 'Your Chums are Fighting. Why aren't You?' Silhouette of soldiers, bayonets drawn, advancing into battle. / Universal History Archive/UIG / The Bridgeman Art Library
This poster, produced by E V Kealey in 1915 for the First World War British army recruitment campaign, is indicative of the increasingly sophisticated and commercialised strategies employed by recruiters to encourage the British male to enlist. Rather than using a simple call to arms, the poster, on the one hand, pictures the women of Britain as defenceless and in need of protection while at the same time appeals to the same women to press their men-folk into service for King and Country.